If you’ve been sticking to one or two types of content to fill out your content marketing calendar, you’re missing out on effective content that will help you readily convert your audience into customers.
Most companies are comfortable with blogging and social media by now, but many haven’t taken the leap into other types of content to market their brand.
Creating valuable, meaty content for your audience will help you bring your content marketing strategy to life and assist with the conversion of more users.
Here are 20 types of content to market your brand – see how many you’re currently using, and make note of any ideas you’d like to try implementing!
20 types of content to market your brand
When you use content to market your brand, you have a chance to show the user exactly what your brand is like. You are able to talk about and demonstrate your values, use appealing and proven sales language, present your company in a favorable light, and offer something of value to your potential customers.
Try some of the following types of content to get better results from your content marketing campaigns.
- eBooks. By writing an eBook on a topic you’re already knowledgeable about, you get to use your existing skill set to create a new way to bring customers to your website. Pick a topic that’s relevant to your audience and write an in-depth eBook about it. Alternatively, combine past blog posts into an eBook.
- Downloadable guides. Similar to an eBook, you can create a downloadable guide for your audience on a topic you know well or have written about extensively in the past. Your downloadable guide can be an excellent lead generation tool to bring users to your email list.
- Blog posts. Short, interesting articles about topics that interest your audience are a tried and true content marketing method. By indexing your blog posts in search, you are able to bring organic search traffic to your website by having relevant content available that matches their search terms.
- Interviews. When you interview a prominent person in your industry or have a Q&A with a client, it draws the attention of others. A popular saying in the newspaper industry is “Faces and names.” It’s what people are interested in reading about. Interview someone and people will be interested to read about their perspective.
- Book reviews. If there’s a relevant book you’ve read and you think your audience is interested in reading it too, try writing a book review and including a link to the author’s website. You might get some reciprocation and reach a wider audience.
- Research. Take a survey or create your own poll. Doing research and releasing the results is a great way to get interesting content in front of your audience. Make the topic of the research something they’ll be interested in learning about and you may earn some new customers in the process.
- Downloadable worksheets. An interesting and seldom-used form of content marketing is creating downloadable worksheets that are relevant to your industry. A cleaning product company might create a handy, printable cleaning chart to hang up on the fridge. A tax service might create a useful deductions worksheet.
- Checklists. Checklists are always useful, and for the organized people among us, there’s nothing more therapeutic than ticking off another item on a checklist. Travel planning companies might make a packing checklist to draw in their audience, and a job posting website might make a hiring checklist available on their site.
- Templates. If you’ve found a reliable, useful template to help make creating something a little easier, share it with your audience. Pitch, blog post, and product usage templates can all be of value to your audience.
- Online courses. Offer free online courses to your audience on a relevant subject you’ve got deep knowledge about. People are impressed by online course offerings, and it always feels good to get something that seems valuable for free. Once again, using past or existing content resources you have can make this easier.
- Guest posts. Write an in-depth guest post for a brand or individual that can help you reach more of your audience. Write about something that’s relevant for the other blog, or you risk alienating their readers and missing the opportunity to convert them.
- Whitepapers. Market research written in a technical, professional manner may require special writing skills, but it’s worth hiring a freelance writer if you can afford to do so. Whitepapers are high-value in professional clients’ minds.
- Infographics. A simple, visual representation of data, facts, and information, infographics appeal to just about everyone. It’s a great way to explain complex ideas or concepts with the helpful aid of images and the ability to include extra information.
- Newsletters. Written and sent out daily, weekly, biweekly, or monthly, newsletters give you the opportunity to share news and information directly with your audience. Segmented lists will help you ensure you’re getting the right information in front of the right people.
- Press releases. Accomplishments, partnerships, changes, new hires, and announcements all call for a press release–one of the most prolific types of content. Press releases are written to be spread far and wide, sharing information about your company’s news to news outlets and media publications globally.
- Case studies. Case studies follow an existing client and measure their success or progress (or lack thereof) with a specific product or service, usually your own. Try doing a case study for a unique angle that combines interviews and research.
- Product review. Pick a product or service you personally use or would recommend and write a positive review about it with a link back to the appropriate website. You’ll likely earn reciprocation, especially if you ask the owner to review your company.
- Social media. Using social media to write messages to your audience is a form of content marketing. Every post and message should be on-brand, using the right tone, image styles, and themes.
- Webinars. Create a webinar on a topic you know well – similar to eBooks, downloadable guides, and online courses – and send emails to invite users to attend. If you include a bonus, like a giveaway or drawing, you will see better attendance.
- Email campaigns. Use the email addresses you’ve built up to notify your audience about sales, promotions, news, new content you’ve written, and more. Email puts you directly in touch with your targeted audience, and it results in more conversions than any other form of marketing for many companies.